– Audience: Segment by demographic profile &/or behavior. Learn how different segments respond– Messaging/offers: Vary calls to action and learn the cost/benefit of each– Timing: Test different lead dates and frequencies for pre/post events, purchases or announcements. Measure and compare campaign performance– Creative: Test different media. Different media provides a different customer engagement, be it email, direct mail or telemarketing or any combination

Whether you have resources for predictive scoring, regression modeling or multivariate data sets or you just want to send a promotional letter to your customer list, I believe these basic tips can be applied to any campaign. I use them to keep my focus. I hope you find them useful as well.